The recent news of a meeting of the minds between Donovan Data Systems and Mediabank have more than just a few companies scratching their heads. Where this proposed announcement leaves Harris, Strata, MediaX and others will initially be determined by the antitrust scrutiny of the US government regulatory agencies. Antitrust filings are sure to follow.

Why?

Is this an exit strategy for Michael Donovan? Is this Mediabank's attempt to scale their business? A defense against Google? Or is the proposed marriage a means to a more profitable monopoly?

It very likely holds true that all of the above played a role in the annoucement. It certainly is not about merging technologies. The platforms are unique. DDS carries legacy software that is potentially decades old while Mediabank has been quilting its own newer brand.

And while Google looms in the background there is not a chance in hell that they will accomplish in traditional media what DDS has.

In an ideal world, this merger might create something new and refreshing across all media functions. In our world, we will likely be harping on the same issue into the next decade or two.